Surely you have experienced Googling something, and the next thing you see are ads about it after only a few minutes. Coincidence? No, it is just the Internet of Behaviors at play. This is how the internet spies on you.
Internet of Behaviors (IoB) is an extension of the Internet of Things (IoT). It is a collection of data on consumer behavior, interests, and preferences. Companies analyze this information from a psychological perspective to better understand and influence their market.
This article examines IoB and how it affects the lives of people and businesses. Likewise, it discusses how it affects online privacy.
IoT: IoB’s Roots
Inventor Kevin Ashton coined the term “Internet of Things” in 1999. It refers to interconnected gadgets that gather various types of data. These workhorses can be anything that connects to the internet.
Examples of such smart machines are smartphones, automobiles, TVs, and security systems. Companies benefit from the IoT through sharing connected devices.
The internet extracts data by two means. First, they are given voluntarily. Many internet users do not realize how they willingly give up their privacy nowadays despite the risks. Where do they submit personal facts about them? Here are some platforms:GoogleiCloud, DropboxGPS NavigationFace filters in AppsAppsE-mail subscriptionsMembershipsSocial Media
These are some of the places where folks freely give away tons of personal information. Complete name, addresses, location, files, appearance, interest, and thoughts are only a few of such detail.
Second, there is an involuntary process. Simply purchasing a product or service is one way. Ordering from a catalog is another. Then again, there is Social Media.
Can you imagine how impressive a smartphone is? It is so powerful that it can single-handedly tell who you are. It knows your habits, preferences, likes, dislikes, movements, and even political views.
Before you know it, stores already know your favorite movie genre, shopping behavior, latest fascinations, and the influencers you follow. Suddenly, they know exactly what, when, where, and how to offer.
The IoT gives companies a look into their customers’ minds. But it does not end there. Companies and organizations also use IoT as:GoogleInspiration for the creation of policies, laws, and programsBasis of organizations for their commercial and organic campaignsAssessment of patient participation in medical activities
Contentstack estimates 75 billion devices to be connected by 2025. That means linking more persons from 195 different countries and more soliciting of data activities.
The Workings of the IoB
Internet of Behavior (IoB) converts the IoT into knowledge by analyzing consumer personality from a psychological perspective. Companies manipulate the IoB in creating and selling products and services to the market.
Corporations use the IoB to encourage people to act towards their desired results. Engineering the IoB knowledge enables them to determine which psychological variable to touch to do just that.
So does the IoB only benefit businesses? Definitely not. Consumers profit from it as well by the upgrades. They experience better online quality, experience, and efficiency. This is also the reason why some do not mind giving away personal information to the IoT.
The IoB studies the following factors: emotions, social factors affecting decisions, thoughts, reasoning, and feelings. Again, what is learned in the IoT is transformed into the IoB.
For example, the navigation app that you use when driving will suggest an alternative, faster route to reach your destination. The same goes with diet apps that help you lose weight by suggesting foods and exercise routines.
Companies believe that personalization is the secret trading recipe. It is the reason why markets purchase. It is also the reason why they do it repeatedly, even if it becomes unnecessary.
The more personalization, the more interaction from the user. The greater the interaction, the greater the possibility to change consumer behavior- all resulting in more buyer satisfaction and manufacturer profit.
Here are some of the cybersecurity challenges confronting healthcare delivery organizations:
Challenges of the IoB
Although the IoB adds value to the consumer experience, it remains a privacy risk. It is worth noting, though, that people do not mind personalization. Instead, what they worry about is how data is collected, stored, and used.
Many groups worldwide are questioning IoB’s liability on the matter. They are voicing out concerns regarding data access and control. Moreover, they are raising awareness about the possibility of companies developing software that will singularly store all personal data.
The sophistication of cybercrime is also posing a threat. Cybercriminals can steal data and decode access codes like that of banks. Likewise, they can use IoB to and tailor their scams after it.
The IoB is set to change the interplay of supply and demand. In more ways than one, governments and private companies will craft IoB programs that will involve almost everyone- putting the responsibility on their shoulders of protecting people’s personal data. And although this advancement is in its infancy, it is anticipated to expand in the years to come.